How to Market Your HVAC Business in the UK: 10 Proven Strategies

Running an HVAC company in the UK brings constant surprises. Boilers choose the coldest nights to quit. Heat pumps falter right before a landlord checks in. A tenant finally mentions the radiators have been “acting odd for months.” None of this follows a schedule. When you start thinking about how to market an HVAC business, you cannot control when things break, but you can control how quickly someone finds and trusts you the moment they need help.

That is where thoughtful, practical marketing proves its value.

This guide walks through the approaches HVAC teams across the UK use to build steady, predictable demand. You will learn how to:

• Show up in the searches customers rely on
• Turn satisfied clients into visible reviews and referrals
• Use Google Local Services Ads to capture ready-to-book enquiries
• Keep your calendar healthier with seasonal campaigns
• Understand which efforts genuinely bring in work

You will also see how platforms like BigChange can help you capture more of the demand you create by organising leads, scheduling jobs cleanly, and keeping every step visible from the first call to the final invoice.

This is a clear, grounded starting point for any HVAC business looking for more control over how it attracts customers and grows with confidence.

1. Optimise Your Google Business Profile for Local Searches

When someone searches “boiler repair near me” or “air con engineer Leeds,” Google often shows a small map with three nearby businesses at the top. Many customers start their decision-making there because it offers quick, local options at the moment they need support.

Local and “near me” searches have exploded in recent years. One UK agency, Statuo, reports that “near me” searches grew more than 900% over two years, while 61% of mobile searchers say they are more likely to contact a local business if the site is mobile-friendly.

A complete, accurate Google Business Profile helps you show up in these moments. Keeping your hours, services, photos, and reviews up to date gives people the confidence to choose you, especially when they need help quickly.

How to optimise your profile

Work through this checklist:

1. Claim and verify your profile
   Search your business name on Google Maps. If you see your company, claim it. If not, create a new profile and complete the verification steps.
2. Use a clear, keyword-rich business name and description
   Use your actual trading name, then use the description to clarify what you do and where.
3. Set up accurate NAP and service areas
   
   • Make sure your NAP (Name, Address, Phone) is consistent with your website and online directories
   • Under Service Areas, add the cities or regions you serve, for example: Leeds, Manchester, Sheffield, York
     This helps you appear for “HVAC Leeds” and “boiler service Manchester” even if you are based in just one of those cities.
4. Choose the right categories
   Set your primary category to “HVAC contractor” or “Heating contractor” and add secondary categories like “Air conditioning repair service” or “Boiler supplier” where relevant.
5. Add photos
   Upload:
   
   • Van and signage photos
   • Team photos on site
   • Before/after equipment shots
     Profiles with photos tend to get more clicks and calls compared to bare listings.‍
6. Use posts and Q&A
   Share short updates such as “Autumn boiler service slots now open” or “Same-day commercial callouts available.” Answer common questions in the Q&A area.

Capture and schedule local leads instantly with BigChange

Appearing in local search is only half the job. You also need a way to capture those calls and turn them into organised jobs without scribbling on paper.

BigChange’s job scheduling features let office teams create work orders and drag them straight onto an engineer’s diary, with jobs sent instantly to the mobile app.

That means:

• A caller who finds you on Google can be booked into a real-time slot in minutes
• Engineers see full job details on their phones
• You reduce the risk of double booking or forgotten appointments

Marketing brings the enquiry in. Your systems decide whether that enquiry turns into revenue.

2. Encourage and Manage Online Reviews

Reviews play a meaningful role in how people choose service providers in the UK. The Competition and Markets Authority estimates that online reviews influence up to £23 billion of UK consumer spending each year.

Research from BrightLocal’s UK Consumer Review Survey shows that reviews are a leading factor in purchase decisions for UK shoppers, with respondents rating them above price and personal recommendations in several categories.

If your business delivers quality work but has only a handful of reviews, it becomes harder for potential customers to compare you fairly. A company with a long track record of positive feedback simply offers more reassurance to someone trying to make a confident choice.

Where HVAC customers look for trust signals

For UK HVAC businesses, focus on:

• Google reviews - Vital for local search visibility and map rankings.
• Checkatrade / Trust A Trader - Widely recognised by UK homeowners as a shortcut to vetted trades.
• Trustpilot - Especially useful if you also sell maintenance plans or installations online.

You do not need to be everywhere. It is better to pick two core platforms and build depth on those rather than scattering a few reviews across ten places.

How to ask customers for reviews without feeling awkward

Most engineers avoid asking for reviews because it feels uncomfortable. The reality is that happy customers are usually glad to help, they just forget unless you make it simple.

Try this process:

1. Ask on-site at the high point of the job
   Right after the heating is back on or the office AC is working again, say something like: “If you are happy with the work today, a quick Google review really helps other local customers find us. I can text you the link; it only takes a minute.”
2. Follow up with SMS
   Text is usually the simplest channel, especially if you already send job confirmations that way.
   Example SMS:
   “Hi Sarah, thanks for choosing [Business Name] for your boiler service today. If you have a moment, we would really appreciate a quick Google review: [short link]. It helps local customers find a trusted engineer. Thank you.”
3. Send one polite reminder
   A few days later: “Hi Sarah, just a quick reminder with our review link: [short link]. Your feedback really helps small local businesses like ours.”
4. Reply to every review
   UK research from Intelligent CXO shows that businesses that respond to reviews within 24 hours are more likely to see higher ratings and improved perception.

Automate post-job communications with BigChange

You can make reviews part of your job workflow instead of something engineers remember (or forget) to ask for.

BigChange’s CRM and communications features let you trigger automated messages when a job is marked complete, including:

• Thank-you emails or texts
• Review links for Google, Checkatrade or Trustpilot
• Short customer satisfaction surveys

Because all customer details and job histories sit in one place, you can personalise messages without extra admin effort.

3. Run Targeted Google Local Services Ads

Google Local Services Ads (LSAs) can be a helpful option when you want to connect with people who are already searching for an HVAC engineer. 

These ads appear at the top of relevant search results for queries like “HVAC engineer near me” and display your business details, review rating, and either a “Google Guaranteed” or “Google Verified” badge, depending on your eligibility.

Why Local Services Ads can support HVAC businesses

LSAs differ from standard Google Ads in a few practical ways.

• You usually pay per lead rather than per click, which makes costs easier to relate to actual enquiries
• The verification badge gives potential customers added context that your business has met Google’s insurance and licence checks
• The format is designed for local services, presenting information people typically look for when hiring an HVAC contractor

For residential and light commercial work, these features often help customers compare providers more confidently and decide who to contact.

Getting started with LSAs in the UK

1. Check you qualify - On Google’s Local Services Ads information page, confirm HVAC is listed, and your region is eligible.
2. Set up your Local Services profile - Add service types, opening hours, emergency callout options and service areas.
3. Complete verification for the badge - To earn the Google Guaranteed or Google Verified badge, you will need to upload documents that prove your business registration and insurance and pass background checks.
4. Collect strong reviews before scaling spend - Your rating is critical. Aim for at least 4.7 stars with recent reviews, since many homeowners filter by rating when comparing providers.

Budgeting advice for smaller HVAC businesses

Start conservative and treat your first month as a test:

• Set a weekly budget you are comfortable risking
• Focus on your best service types first, for example “boiler repair” rather than every possible HVAC service
• Target a tight geographic radius where you already work profitably

Track:

• Number of leads received
• How many convert to booked jobs
• Average job value

If you spend £600 in a month and generate £3,000 of profitable work, you are on the right track. If most leads are price shoppers or outside your ideal area, tighten your filters or reduce spend.

4. Leverage Seasonal Campaigns and Reminders

HVAC demand in the UK rises and falls throughout the year, which creates natural moments to reach out to customers. You can use these points in the calendar to stay helpful and visible rather than waiting for people to remember when their equipment needs attention. These touchpoints keep your business familiar and show that you are thinking ahead on their behalf.

Typical patterns:

• Autumn - Boiler servicing, radiator checks, heat pump inspections ahead of winter
• Spring - AC servicing, filter changes, maintenance for cooling in offices and retail
• Year-round - Landlord gas safety checks, commercial maintenance contracts

Simple seasonal campaigns that work

Pick 2–3 core campaigns each year:

1. Autumn boiler service campaign (September–November)
   Target: Homeowners and landlords
   
   • Offer a fixed-price boiler service with a clear checklist
   • Email and SMS past customers who have not had a service in 12+ months
   • Use social posts like “Beat the first cold snap, get your boiler checked before December”
     
2. Spring AC and ventilation tune-ups (March–May)
   Target: Offices, gyms, retail, hospitality
   
   • Promote pre-summer AC servicing to avoid breakdowns during heatwaves
   • Target local businesses on LinkedIn and via email
     
3. Maintenance plan push (quiet months)
   Use quieter periods to promote service plans that spread the cost and give priority callouts.

Automate seasonal outreach with BigChange

Manually tracking who is due a service in which month quickly becomes messy as your customer base grows.

BigChange can help you:

• Store all customer and asset details, including service history
• Tag customers by equipment type or plan
• Build lists for “boilers serviced more than 12 months ago” or “AC customers in commercial buildings”
• Send or trigger email and SMS reminders ahead of peak seasons 

That turns seasonal marketing from a once-a-year scramble into a repeatable, reliable process.

5. Build Referral and Loyalty Programmes

Word-of-mouth still plays a major role in how people choose HVAC providers. A recommendation from a neighbour, landlord, or facilities manager often feels more trustworthy than anything a business says about itself.

You can encourage more of these recommendations by giving customers a clear and simple way to refer you. A small loyalty or referral programme, explained at the right moment, helps people understand how to pass your name on and why it is worthwhile for them to do so. It turns good experiences into ongoing relationships rather than one-off jobs.

Designing a simple referral programme

Keep it straightforward so customers remember it.

For residential work, for example:

• Offer - “Refer a friend who books an installation or service and both of you get £25 off your next job.”
  
• Rules
  
  • Reward only when the new customer completes a qualifying job
  • Promote the offer in invoices, emails and on your website

For commercial or landlord work:

• Reward with account credit, free additional checks or an extended warranty rather than small vouchers.

Loyalty ideas for repeat work

• Service stamps or digital credits - After, say, three services, offer a discounted fourth visit.
• Priority callouts - Give maintenance plan customers faster response times during peak periods.
• Exclusive offers - Email existing customers with early access to finance deals or installation discounts.

The goal is not to give away margin on every job; it is to create reasons for customers to return to you instead of shopping around.

6. Use Content Marketing to Build Authority

People often turn to search engines when they are trying to understand a heating or cooling issue, even if they are not ready to book a visit yet. Clear, practical content that answers those early questions helps your business appear in these moments and gives readers a sense of how you work.

Guides on common topics provide useful context for customers. When you pair that information with an easy next step, you make it simple for someone to move from researching a problem to getting help.

Practical content ideas for HVAC businesses

Start with formats you can realistically produce:

• Blog posts on your website
  
  • “How to lower heating bills in a UK semi-detached home”
  • “Boiler service vs boiler cover, what is the difference for UK homeowners?”
  • “AC servicing checklist for UK offices before summer”
    
• Short videos - Publish on your site, YouTube, Facebook and TikTok, 30–90 second clips explaining:
  
  • How to bleed a radiator
  • Why yearly boiler servicing matters for warranty
  • What to check before calling an engineer
• Downloadable checklists - Simple PDFs like “Landlord annual heating compliance checklist” in exchange for an email address.

Turning content into long-term leads

Each piece of content should:

• Address a real question your customers ask
• Use plain language instead of jargon
• End with a gentle call to action such as:

“If you prefer an expert to handle this, contact our team in Leeds on [phone] or request a visit online.”

Over time, this content helps:

• Improve organic rankings for research-style searches
• Educate customers before they call, which can reduce time on the phone
• Prove your expertise to commercial and facilities clients doing due diligence

7. Harness Social Media and Local Ads

You do not need a large following or a daily posting schedule to benefit from social media. A steady presence in the places local homeowners and decision makers already spend time can help people recognise your business when they need support.

For many UK communities, that includes Facebook and Instagram, with TikTok becoming more common for quick, visual explanations or behind-the-scenes clips. 

How HVAC firms can use social media effectively

Focus on showing real work rather than polished corporate fluff.

Ideas:

• Before/after photos - System upgrades, plant room tidies, radiator replacements.
• Quick homeowner tips
  
  • “Three checks before you call about a noisy boiler”
  • “How often to change filters if you live in a city flat”
• Team stories - Introduce engineers, share training days, and celebrate apprentices passing exams. This human side builds trust.
• Local proof - Tag neighbourhoods and towns you work in so locals recognise landmarks and feel a connection.

Paid social and TikTok ads in the UK

Both Facebook and TikTok allow precise local targeting around postcodes, age ranges and interests.

For example:

• Target homeowners within 15 km of Leeds city centre with an autumn boiler service offer
• Run TikTok ads promoting “AC not keeping up at the office, here is what to do” clips aimed at office managers in Manchester

TikTok, in particular, has been heavily promoting its ad platform in the UK, often with incentives for small businesses such as ad credit for new accounts.

When testing paid social:

• Start with a small daily budget
• Use clear local wording like “Serving homes across Bristol and Bath”
• Send people to a simple landing page with one offer and one call to action

8. Network Locally and Partner with Other Trades

Many future customers already rely on other trusted professionals. Builders, electricians, plumbers, facilities teams, and landlords are often the first people asked for recommendations when heating or cooling issues come up. If those contacts know your work and feel confident passing your name on, you benefit from warm introductions that start with a higher level of trust.

Simple steps make a difference here. Showing up to local trade events, keeping in touch with nearby contractors, or creating a clear process for cross-referrals helps people understand when and how to recommend you.

Partnership ideas

• Builders and fit-out contractors - Offer HVAC design, installation and commissioning for their projects.
• Electricians and solar installers - Coordinate on heat pump or electric heating projects that require both disciplines.
• Property and block management companies - Offer planned maintenance and emergency cover for their portfolios.

Treat these partners like key accounts. Check in regularly, share updates on capacity and make it easy for them to get quick quotes.

Attend UK trade expos and events

Trade shows and local business events still work, especially for commercial and property work.

Look at:

• Regional HVAC and building services events
• Facilities management shows
• Local landlord association meetings
• Chamber of Commerce networking events

Prepare:

• Case studies of similar buildings or clients
• Simple leave-behind materials with clear contact info
• A way to capture details, for example QR code to a “request a survey” form

Follow up quickly while conversations are fresh. A quick “Nice to meet you at [event], here is the case study I mentioned” email can open the door to a site visit.

9. Professional Branding and Vehicles

Your vans, uniforms, and signage play a meaningful role in how people perceive your business. They show up in the same streets, estates, and business parks where you want more work, which makes them a quiet but constant reminder of who you are.

A clean, consistent brand helps people feel more comfortable contacting you because it suggests care and reliability before anyone has picked up the phone. Even small improvements, fresh decals, clear contact details, or tidy uniforms, can strengthen that first impression and make your business feel more familiar to the communities you serve.

Branding basics that matter

• Logo and colours - Simple, clear logo that is readable at a distance. Avoid overly thin fonts that disappear on a moving van.
• Uniforms - Matching polo shirts or jackets with logo and first names. Customers feel safer letting someone into their home when the engineer looks professional.
• Vehicle wraps - Use vans as mobile billboards:
  
  • Large logo
  • Clear services, for example, “Heating, cooling, ventilation”
  • Phone number and web address
  • Service area, for example, “Serving York, Harrogate and Leeds
  • Add QR codes on van doors that link to your website or booking form.

Fleet management and AI dash cams with BigChange

Professional branding extends to how your vehicles are driven and tracked.

BigChange’s job management platform includes vehicle tracking, integrated with job scheduling, so you can see where each engineer is in real time. Combined with dash cams, this can:

• Provide evidence in case of incidents on the road
• Encourage careful driving that reflects well on your brand
• Help you give customers accurate ETAs when they call the office

For larger HVAC teams, that combination of visible branding and controlled fleet operations increases both trust and efficiency.

10. Track Results and Refine Your Marketing Spend

The best marketing strategy for your HVAC business is the one that actually pays for itself. That is impossible to see without tracking.

You do not need an advanced data team, but you do need a simple way to answer:

• Where did this customer come from
• How much did it cost to acquire them
• How much revenue and profit did that customer generate

What to track, at a minimum

• Lead source - Train office staff to ask “How did you hear about us” on every first call, then log it. Use categories like Google, Local Services Ads, Facebook, referral, van signage, and trade partner.
• Cost per lead and per job - For each channel, track:
  
  • Amount spent in a period
  • Number of leads generated
  • Number of jobs won (This shows whether, for example, Local Services Ads are delivering better results than leaflet drops.)
    
• Average job value and lifetime value
  
  • Do some customers come back every year for service plans, while others are one-off installs who disappear, or only call when there is an emergency
  • Over time, you may decide to push harder on channels that attract long-term, high-value customers.

Dashboards and analytics in BigChange

BigChange includes reporting and information dashboards that pull together data across your scheduling, CRM and finance. 

This lets you:

• See job volumes and revenue by source or service type
• Identify your most profitable regions and customers
• Spot seasonal trends and staffing needs
• Measure how different marketing experiments actually perform

Instead of guessing which marketing is working, you can make decisions based on the numbers.

Keep Your HVAC Business Visible and Growing

Learning how to market your HVAC business is about getting the fundamentals right and then layering in smarter activity over time.

To recap:

• Local searches and “near me” queries control who gets the first call, so your Google Business Profile and website need to be accurate, helpful and locally focused.
• Reviews on Google, Checkatrade and Trustpilot are modern trust signals, especially now that online reviews influence tens of billions in UK spending.
• Google Local Services Ads can deliver ready-to-book leads when configured and budgeted carefully.
• Seasonal reminders, referrals, content, social media and local partnerships all help keep your name in front of the right people all year.
• Professional branding and consistent tracking tie everything together.

Digital and traditional tactics are not in competition. The HVAC businesses that grow steadily in the UK tend to use both. Branded vans and local networking create awareness on the ground, while search, reviews and LSAs catch people at the moment they decide to book.

Ready to grow your HVAC business?

Marketing only pays off if your team can handle the jobs efficiently and give customers a great experience from first call to final invoice.

That is where BigChange comes in. Its job management platform brings together:

• Lead and customer details in an HVAC-friendly CRM
• Fast job scheduling and real-time engineer updates
• Fleet tracking, reporting and information dashboards to see what is working

If you are ready to grow your HVAC business, explore how BigChange can support your marketing, scheduling and customer management, so every enquiry has a clear path from first contact to long-term client.

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